Print ad spend for personal care/hygiene down by 19%

Meanwhile, ad volumes of the sector on television increased by 7% in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 38% growth in ad volumes of the personal care/hygiene sector. Due to Covid-19, lowest ad volumes observed in Q2. A drop was recorded in personal care/hygiene sector advertising during April 2020 over March 2020 due to lockdown. During September-December 20, ad volumes on television witnessed a double-digit share.

AdEx India, the AIS (Advertising Information System) division of TAM Media Research is the country’s central and neutral advertising monitoring and information powerhouse. Set up in 1970 by ORG (Operations Research Group), AdEx primarily monitors a buffet of mediums such as print, TV, radio and the latest addition being digital.

The print ad space recovered to pre-lockdown levels within four months of the post-lockdown period and the ad space in print witnessed double-digit share in September 2020, November 2020, and December 2020.

The fairness creams lead the list of top 10 categories under the personal care/hygiene sector, while the top 10 advertisers accounted for more than 65% share of ad space in 2020 with Hindustan Unilever leading the list. The top brands accounted for a 39% share of ad space in 2020 with Roop Mantra Ayur Face Cream leading the list.

The top three categories contributed more than 55% to the ad volume of the personal care and hygiene sector on television, while the top ten advertisers accounted for more than 80% share of ad volumes in 2020 with Hindustan Unilever topping the list. Among the top ten brands, five belonged to the toilet soaps category. Meanwhile, the top 10 brands accounted for more than 30% share of ad volumes in 2020 with Dettol toilet soaps topping the list.

On TV, the top two-channel genres (GEC and movies) on TV together accounted for more than 60% of ad volumes share for the personal care and hygiene sector during 2020.

Top 10 advertisers accounted for 65% of ad volumes

According to the TAM AdEx report on F&B, Q4 witnessed 37% ad volume growth compared to Q1 of 2020 on television, reporting a 6% growth in 2020.

Hindustan Unilever, Cadburys, ITC, Amul, Nestle, Britannia Industries, Pepsico, Coca Cola India, Perfetti Van Melle India and Adani Wilmar were the top 10 advertisers on television, HUL leading with 26% share. Top 10 advertisers accounted for 65% share of ad volumes in 2020.

Horlicks, Boost, Brooke Bond Bru Instant, Horlicks Junior, Brooke Bond Red Label, Cadburys Bournvita, Kissan Mixed Fruit Jam, Amul Milk, Knorr Hot and Sour Veg Soup and Cadburys Dairy Milk Chocolate were the top 10 brands that accounted for more than 15% share of ad volumes in 2020.

(Courtesy: Agencies)